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MARKETING RESEARCH

MADE BY:

IPSHITA AGRAWAL

SHILPI MISHRA

HARMANJOOT SINGH

ISHA MAKEJA

SONU KUMAR GUPTA



What is Market Research

Marketing research, or market research, is a form of businessresearch and is generally divided into two categories: consumer

market research and business-to-business (B2B) market research,which was previously known as industrial marketing research.

Consumer marketing research studies the buying habits of individual people while business-to-business marketing research

investigates the markets for products sold by one business toanother.



DEFINITION

Marketing research as a systematic design,collection, analysis, and reporting of data and

finding relevant to a specific marketing

situation facing the company.



PROCESS

MAKE THE DECISION

PRESENT THE FINDING

ANALYSE THE INFORMATION

COLLECT THE INFORMATION

DEVELOP THE RESEARCH PLAN

DEFINE THE PROBLEM,THE DECISION ALTENATIVE,AND THE RESEARCH OBJECTIVE



Define the problem

Problem should not be define either too

broadly or too narrowly.

Clarity on the following help define theproblem appropriately:

What is to be researched?

Why is to be researched?



Develop the research plan

This involve decision on the data source, researchapproach, research instrument, sampling plan and contactmethods.

A)DATA SOURCE: collection of secondary and primary data.B)RESEARCH APPROACH: primary data can be collected in 5

ways:

1)observation research:

2)focus group research:

3) survey research:4)Experimental research:



CONT..

C)RESEARCH INSTRUMENT: they arequestionnaire, qualitative measures andtechnological devices. The main is

questionnaire.

These are of two type:

PRIMARY DATA: which we directly taken by

public. For eq- questionnaire.SECONDARY DATA: data obtained from internal

and external records from company.



Q UESTIONNAIRES

Q uestionnaire consists of a set of questionpresented to respondents. Its has two typesclosed ended question and open ended

question.

a) Closed ended question:

1. Dichotomous: a question with two possible

answer.2. Multiple choice: a question with three or

more answer.



Cont

3. Likert scale: respondent show the amount of agreement and disagreement.

4. Semantic differential: a scale connecting twobipolar words.

5. Importance scale: that rates the importanceof some scale.

6. Rating scale: scale that rate some attributes.7. Intention to buy: describe the respondents

intension to buy.



Cont.

b ) Open ended question:

1. Completely unstructured: respondents can answer inan almost unlimited number of ways.

2. Words association: first word that comes to the mind.3. Sentence completion: incomplete sentence is

completed by respondent.

4. Story completion: incomplete story can be completed

by the respondent.5. Picture: respondent are asked to indentify the picture

and then fill the blanks.



Secondary Data

Data collected for purposes other than solving

problem on hand

Obtained from internal records of company

and external sources

Need for Secondary Data:

Duplication of research can be avoided

Sources of information on countries, products, markets,

competitors and potential customers should be checked



Steps involved in Resarch before collecting

primary data

- Check reference

- Conduct secondary research on-line and in

the library

- Select Multi-client studies

- Select foreign forms for collaboration

- Solicit proposals for fieldwork and analysis

- Finalize client proposal

- Start primary research



Uses of Secondary Data

New ideas

Better definition of problem

Aid primary data collection

Define the population and parameters of

primary research

Reference to compare validity of primary

data



Advantages of Secondary Data

Savings in cost and time

Study feasibility of project

Historic data

Sometimes more accurate



Problems in Collecting Secondary Data

Dearth of data

Comparability across countries

Differences in usage



Electronic Point of Sale Scanning

Bar coding, scanning, and computerized information

are all part of the new trend in retail auditing.

Scanner data in Europe: Scanner based

tracking services will be useful if there are

number of retail locations that engage in scanning



Syndicated Data Sources

They are collected for a set of information users

with a common need.

Examples include: Scanner data, consumer panels,

store audits, etc.



SAMPLING

Sampling is the process of selecting units (e.g.,

people, organizations) from a population of interest so that by studying the sample we

may fairly generalize our results back to the

population from which they were chosen.



SAMPLING PLAN

Sampling Unit ² W ho should we survey?

For example, in the Air India survey, should the sampling

unit consist only of business class travellers, first class

vacation travellers or both?

Sample Size ² H ow many people should we survey?

Large samples give more reliable results, but its not necessary

to sample the entire target population to achieve reliable results.

Sampling Procedure ² H ow should we choose the respondents?



METHODS FOR SELECTING THE

RESPONDENTS

Probability Sampling

Non Probability Sampling

A probability sampling method is any method of sampling that utilizes some form of random selection.

In order to have a random selection method, you must

set up some process or procedure that assures that the

different units in your population have equal

probabilities of being chosen.



TYPES OF PROBABILITY

SAMPLING

1. Simple random sampling- E very member of the population has an equal chance of selection .

2. Stratified random sampling- T he population is divided into mutually exclusive groups and random samples are

drawn from each group.

3. Cluster sampling- T he population is divided into mutually exclusive groups(such as city blocks) and the

researcher draws a sample of the groups.



NON PROBABILITY SAMPLING

Non probability Sampling

T he difference between non probability and probability sampling is that non probability sampling does not

involve random selection W ith non probability samples, we may or may not

represent the population well, and it will often be hard for us to know how well we've done so. In general,

researchers prefer probabilistic or random sampling methods over non probabilistic ones, and consider them to be more accurate and rigorous.



TYPES OF NON

PROBABILITY SAMPLING

1. Convenience Sampling- T he researcher

selects the most accessible population members.

2. Judgmental Sampling- T he researcher selects population members who are good prospects for

accurate information.

3. Quota Sampling-T he researcher finds and

interviews a prescribed number of people in each of

several categories.



Collect the information

The data collection phase of marketingresearch is generally the most and expensive

and the most prone to error.



Analyze the information

Is to extract finding by tabulating the data anddeveloping the frequency distribution. The

can compute average and measures of

dispersion and apply advance statistical

technique.



Present the finding

The researcher presents finding relevant to

measure marketing decisions facing

management. For ex: delta airlines created a

video of its primary business customer ,

personified in a character and showed it to

flight attendance and airport personal.



Make the decision

Depending on their confidence in the finding,the manager decide to use it.

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